Now is the best time to take a real close look at your customers. What are their lives like, who are in their circles, what can you learn from their environment? There is no better way to discover and capture nuances than with video ethnography. It can be like bringing your entire operation into the home to learn about the wants, needs, and drivers of an array of people. The result being impactful insights straight from the source, your customers with the added benefit of being about to relive their interviews and broadcast a highlight reel through out your organization.
In addition to the raw video, craft videos can be edited for easily digestible run times. Couple these reels with top notch motion graphics and enhanced audio and you have a presentation that is informative, entertaining and memorable.
ADVANTAGES OF VIDEO ETHNOGRAPHY
Video Ethnography is a powerful complement to written analysis. Written content attempts to represent a thought or event with authenticity but is limited by the author’s subjectivity, consciously or not. Video also functions to highlight affect, leveraging the portrayal of emotions to accentuate ideas.
WHY USE VIDEO ETHNOGRAPHY?
Society has prepared us for consuming messages quickly and receiving information more passively, in ever-more dynamic and compelling formats. It’s just a fact that people gravitate toward moving imagery.
A few years back, we featured The Mindset List for the Class of 2015 and thought it would be fun to revisit that list and see what treasures The Mindset List for the Class of 2021 hold.
For those of you with children entering into college this list might not be much of a surprise. But, for those of us that don’t, and think we are still “in-the-know” with the younger generation, it becomes clear very quickly why the list is unofficially named the Make Me Feel Old List…
The Beloit College Mindset List for the Class of 2021
- They are the last class to be born in the 1900s, the last of the Millennials — enter next year, on cue, Generation Z!
- eHarmony has always offered an algorithm for happiness.
- They have largely grown up in a floppy-less world.
- There have always been emojis to cheer us up.
- It is doubtful that they have ever used or heard the high-pitched whine of a dial-up modem.
- They were never able to use a Montgomery Ward catalogue as a booster seat.
- Donald Trump has always been a political figure, as a Democrat, an Independent, and a Republican.
- Amazon has always invited consumers to follow the arrow from A to Z.
- In their lifetimes, Blackberry has gone from being a wild fruit to a communications device to a wild fruit again.
- They have always been searching for Pokemon.
- Dora the Explorer and her pet monkey Boots helped to set them on the course of discovery.
- By the time they entered school, laptops were outselling desktops.
- Whatever the subject, there’s always been a blog for it.
- A movie scene longer than two minutes has always seemed like an eternity.
- Ketchup has always come in green.
- They have only seen a Checker Cab in a museum.
- Men have always shared a romantic smooch on television.
- As toddlers, they may have taught their grandparents how to Skype.
- There has always been a Monster in their corner when looking for a job.
- Wikipedia has steadily gained acceptance by their teachers.
- Justin Timberlake has always been a solo act.
- Barbie and American Girl have always been sisters at Mattel.
- Family Guy is the successor to the Father Knows Best they never knew.
- Bill Clinton has always been Hillary Clinton’s aging husband.
- They are the first generation for whom a “phone” has been primarily a video game, direction finder, electronic telegraph, and research library.
Copyright© 2017 Beloit College
Mindset List is a registered trademark
Check out the entire list here.
In the past few years, focus groups have shifted from not only a marketing research methodology, but also an actual marketing tool. We’ve seen the Chevy “Real people. Not actors” ads; one, for example, parodying a focus group of millennials discussing what they want out of a new car, and the stereotyped results that follow. Just recently, Athleta released its “Up For Anything” ads, which show women who believed they were participating in focus groups being challenged to do things they never thought they could do. Ads like these experiment with the focus group format while also playing with what we ask participants to do and the kinds of results we might get from them.
So what do we really get out of focus groups? How did they evolve into what they are and how we use them today? Coming out in February of this year, “Divining Desire: Focus Groups and the Culture of Consultation” by Liza Featherstone should give us a thorough and interesting account of the role focus groups play in American consumerism, market research, politics and more.
According to the book description, “Divining Desire” will cover a history of focus groups in the United States. This includes their origins in gaining a better understanding of political discourse, to their shift to market research and consumer insights. The author also discusses how focus groups play into people’s distrust of “out-of-touch” CEOs and politicians, questioning whether focus groups are a good way to deal with these issues. The book promises a critique of the pitfalls of focus groups, and what true benefits they have. Ultimately, the text may be asking us “are focus groups really about democracy?” Are focus groups about giving people a voice, or are they about making people FEEL like they have a voice?
So what is the future of focus groups? Featherstone’s book may give us a hint, but for now, it’s up to us in the industry to make our own innovations and decide where we want to go.